You're assuming that "a new effort to tackle blockchain technology" (from the recode article) means "use a blockchain" rather than "surveil and monetize The Blockchain"...

How much would you bet against Facebook attempting to link Bitcoin/BitcoinCash/Etherium wallet addresses to individuals and tracking cryptocurrenct transactions as part of your profile?

https://www.recode.net/2018/5/8/17330226/facebook-reorg-mark...